Erkan ÖZDEMİR

6923

Pazarlama araştırmasında etik karar alma

Son yıllarda genelde işletmelerdeki, özelde ise pazarlamanın göz önünde olmasının yüksek olmasından dolayı pazarlama bölümündeki etik ile ilgili uygulamalara gösterilen dikkatin miktarında bir artış olmaktadır. Pazarlama içerisinde yer alan pazarlama araştırması alanı ise, önemli etik sorunların olduğu faaliyetleri kapsayan bir alan olarak tanımlanmaktadır. Pazarlama araştırmasındaki etik somnlar pazarlama araştırması sürecinde araştırmacının cevaplayıcılar, araştırma firmasının veya araştırma bölümünün müşterileri ve genel kamuoyunu içeren taraflarla olan ilişkilerinden meydana gelmektedir. Bu makale pazarlama araştırmasının etik çerçevesini, çeşitli etik felsefelerini, pazarlamada etik karar alma modellerini ve pazarlama araştırmasında etik karar alma modelini incelemektedir. Pazarlama araştırmasında etik karar alma modeli, çeşitli etik felsefeleri, dışsal değişkenleri ve pazarlama araştırmasında etik kararların alınması sürecinde yer alan bütün tarafların bakış açılarını bir araya getirmektedir.

Ethical decision making in marketing research

In recent years, there has been an increasing amount of attention devoted to the place and practice of ethics in business in general and the marketing function in particular which is due to the high visibility of marketing. The area of marketing research within marketing, has been identified as involving activities that pose significant ethical problems. Ethical issues in marketing research derive from a researcher's relations with the parties in the marketing research process, including respondents, clients of research firm or research departments and general public. This article studies an ethical framework for marketing research, the various philosophies of ethics, models of ethical decision-making in marketing and the model of ethical decision-making in marketing research. The model of ethical decision making in marketing research incorporates the perspectives of all parties involved in the process of making ethical marketing research decisions, the various ethical philosophies, and external variables.
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Ankara Üniversitesi SBF Dergisi-Cover
  • ISSN: 0378-2921
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 1943
  • Yayıncı: AÜ Siyasal Bilgiler Fakültesi
Arşiv
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Pazarlama araştırmasında etik karar alma

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Aydın ÖRDEK